PENGARUH NILAI YANG DIRASA, KUALITAS YANG DIRASA, DAN HARAPAN PELANGGAN TERHADAP KEPUASAN PELANGGAN PADA PENIKMAT KOPI STARBUCKS COFFEE COMPANY DI KOTA SURABAYA
Daftar Isi:
- The customer satisfaction has a very important role in today's market as a means to build strong bonds with the user, providing profitability and sustainability for the company as a result. Customer satisfaction has the main benefit namely to provide assurance on the existing market share held among the sharp competitors. The purpose of this research was to investigate the effect of percieved value, percieved quality and customer expectation toward customer satisfaction. Sample collection technique is used judgement sampling technique with a total sample of 140 respondents. This research performed two analyzes, namely: Multiple Linear Regression and Two-sample Test Free using SPSS 21. The results of research is that perceived value significantly and positively affects the customer satisfaction, perceived quality significantly and positively affects the customer satisfaction, customer expectations significantly and positively affects customer satisfaction of research highbrow coffee Starbucks coffee company in Surabaya city . Key words : Perceived quality, Percieved value, Customer expectations and Customer satisfaction